Launch a new spread from Bertolli, a perfect mix of olive oil and butter. Departing from the insight that Italy is divided over cooking pasta with butter or olive oil, we came up with a new way to drive conversation around the new product.
We enlisted the help of Italian celebrity chef Gennaro Contaldo to create the perfect pasta shape, an absolutely new shape that will hold the sauce like no other can, bringing together the perspective of North and the South of Italy on making pasta. The pasta shape allowed us to talk to media about Bertolli with Butter’s role in cooking. Plus, making the pasta shape available for consumers made the activity genuine.
We launched the shape exclusively to a select number of journalists on a press trip to Italy, hosted and curated by Gennaro Contaldo himself. A month later, we launched it officially and even gave consumers the chance to sample it for free during a one-day pop-up event at Old Spitalfields market.